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PRESS RELEASE

06.22.2010

A new route map will be put into new metro carriages
“Olimp” starts to place Moscow metro route maps on carriage windows

Starting from July 2010 “Olimp” starts placing Moscow metro route maps at the spots passengers have not yet got accustomed to – on carriage windows. This innovation will be implemented in new type of metro carriages only (“Rusich”). Such maps will be positioned at all lines where the new metro trains run. Such a map represents a semi-transparent plastic sticker, all familiar colors and map dimensions have been preserved. The plan is to place six route maps in each carriage – twice as much as the old-design carriages have.

“The idea of such metro route schemes positioning appeared together with the introduction of the new metro trains and is now being adopted and extended, - says Albert Teplitsky, Deputy Commercial CEO of «Olimp» LLC. - Keeping in mind the fact that “Rusich” carriages practically lack surfaces where usual route maps could be placed, and most of the passengers dislike the format of the existing route maps, Olimp’s initiative to carry them over to car windows will make it considerably easier for the passengers to find their way in the Metro even during rush hours .”

Apart from passenger convenience the new route maps will be interesting to advertisers as well. The latter ones will get a unique opportunity to place their advertising on an absolutely new carrier inside the car constantly located within the passengers’ eyeshot. The recency and location convenience effect will also grow due to the route map itself which is an information source for Metro users. According to the studies carried out by TNS Gallup Media the level of attention to advertising placed on route maps amounts to about 85%. Another important fact is that advertisements on the new route maps are not rigidly attached to the image of metro lines and as a matter of fact are independent advertising stickers.

«The Metro administration gave a positive evaluation of our initiative concerning the positioning of advertising on metro train windows, - continues Albert Teplitsky. – Metro is actively developed, improved and upgraded. The Metro is striving for high quality of passenger services and we are also trying to be up-to-date while offering ingenious and unconventional solutions, useful to passengers, and as to advertisers, we offer them new efficient advertising spaces that will be able to contribute even more to the promotion of various goods and services ».

Stickers with the metro route map are made using the method of offset printing on transparent film. Inside tunnels the image turns bright and is easily read while at metro stations one can see everything through the stickers. The module containing commercial messages is printed independently from the route map on a non-transparent film and may have either a single- or a double-faced image. The module dimensions are 19х45 cm – this format is universal and can contain both, image advertising and text messages. Besides, advertising on route maps will be the first one positioned on Butovskaya line that will attract additional passengers’ attention to it.

03.18.2010

“Olimp” presents the winner of the “Creative Work of the Year” contest

“Olimp” has summed up the results of the second annual contest for the best advertisement positioned in the Moscow metro, “Creative Work of the Year”. According to the results of open voting on the corporate website of “Olimp” the first position was taken by an advertising poster from “Antenna” magazine. The second position was won by a poster with “a cow at the price of vegetables” from Torro Grill and the third place was taken by TeraFlu that helps the immune system.

1 place	2 place		3 place
Creative work: AA «PROSTO Media»; positioning: AA «Avangard Design Media»;		Creative work: AA «FATFREE»; positioning: AA «Almacor Media Buying»;	Creative work: AA «Saatchi & Saatchi»; positioning: AA «Almacor Media Buying»;

The visitors of www.olimp-m.ru website had a chance to rate 12 works, which became winners in the «Creative Work of the Month» nomination throughout the year. In the final contest called «Creative Work of the Year» 26% of the votes were given to the first-place-winning poster, 16% of the votes were received by the second place winner and 15% of the votes were given to the third-place winner. Western Union with its advertising of money transfers is a little bit behind the winning three with its 13% of the votes and the 4th place. Anyone could become a member of the strict jury defining the winners, but basing on the specifics of “Olimp” activity and the line of its corporate website content we may assume that the most part of the voting audience was comprised of advertising community representatives and underground passengers.

«As we have promised we still continue with our initiative and we put out the most interesting works positioned in the Moscow metro to the vote of the website audience for the second time, - says Albert Teplitsky, Deputy CEO for Commercial Activity of “Olimp”. – It’s worth noting that the voting was very active, about one thousand people took part in it. Let me thank you all for that input! We hope that next year the popularity of our contest will grow and competition among nominees will be even more tough».

03.05.2010

“Olimp” will install 216 digital screens for Moscow Metro anniversary
anniversary (in the framework of the DSN project (Digital-Signage-Network))

The company announces and launches the second stage of the DSN project (Digital-Signage-Network) which has become a technological breakthrough among advertising media of Moscow Metro. In the framework of this project since January 2010 a number of digital screens has been increased till 50 units. By the 75-th Moscow Metro anniversary, “Olimp” will have installed 216 screens at 100 stations.

The DSN project started in 2008. An experimental fragment of the network was placed in the metro and consisted of 12 large-format screens of 50 inches. Thus, two worlds of marble and architecture and of high digital technologies were united. The first “pilot” stage of the project was completed in 2009. Thanks to it, bottlenecks of the new medium were revealed and today after final adjustment of the general technological and organizational problems of the DSN “Olimp” is installing renewed and improved medium on a broad scale.

New 52-inches digital screens represent a symbiosis of a computer and an HD LCD monitor placed in a single slim case. New screens were constructed and made on special “Olimp” order with due regard for all peculiarities of the metro: vibration, dust, technological limitations and so on. Today these hi-tech media are being installed at emergency call columns that appeared in the metro a year ago. Improved digital screens will replace all previous samples that have been installed on the station walls and in the passages before.

For the first time advertisers in the Moscow Metro can take advantages of the new medium which has not existed before. The main difference of such screens is their integration into a common network that gives a unique opportunity of on-line content control (for example, even during a month-long advertising campaign the audience may receive several advertising messages). These media also allow numerous format solutions: roller titles, video posters, video clips, screen zoning, etc.

“We continue to develop and improve our advertising media regardless of existing situation at the advertising market as we consider that future will belong to new modern advertising media. And as for digital screens they will make a hit for sure”, says Chief Commercial Officer Albert Teplitsky. “These modern and high-tech media possess a range of advantages: brightness, dynamics, simplicity of perception, extravagance and novelty, and also successful positioning – in the centre of platforms. Many advertisers are interested in theses media; commercial information of some companies was already advertised there in the framework of the “pilot” project. By this day we have slightly changed the system of sales of this medium and with the screens number increase we expect the burst of interest among our advertisers.”

A special attention was given to the new media security: the DSN screens are connected between each other by the optical fiber network without Internet access, which makes impossible any illegal system penetration. The network operation and content demonstration is made 20 hours a day from 5 o’clock in the morning till 1 o’clock at night every day from the united centre in State Unitary Enterprise “Moscow Metropolitan”

Besides commercial information, on-line messages of the Moscow Metro, Ministry of Emergency Situations, and informative-entertaining information are also broadcast on the digital screens.

03.04.2010

A compilation about metro advertisement has been published

“Olimp” and “Advertisement. Outdoor Media” magazine have jointly published a unique edition describing all peculiarities of metro advertising in detail, a collection of articles called “Advertisement Underground”.

Advertisement Underground is primarily focused on advertisers and most completely illustrates the capabilities and facilities of the metro as a media channel. The compilation is a sort of an instruction for advertising budgets optimization: the edition contains information on effectiveness of underground advertising campaigns, on the metro audience; all existing metro advertising carriers are described and data about their efficiency is given.

Moreover, the compilation contains interesting surveys of world experience in the field of metro advertising campaigns organization, comprehensive data about all Russian metro lines is compiled, as well as many other useful and needful information for advertising experts.

You may leave your request to “Olimp” managers for your free copy of Advertisement Underground compilation by telephone (495) 783-94-94.

02.01.2010

New digest - “Advertisement underground”


Publishing House “A-Sfera”, magazine “Advertising. Outdoor Media” and “Olimp” prepare for release a new digest - “Advertisement underground”. The digest is totally consecrate on advertising in metro. Target of this digest is to tell about all the features of Moscow metro as a media. Maria Gromova, Chief Editor of “Advertising. Outdoor Media” magazine said: “This digest focuses primarily on advertisers. The marketing specialists must to decide many tasks to promote their product or service. To facilitate their work, we gathered in one digest comprehensive information on the metro as a media channel”.

Albert Teplitskiy, Olimp Deputy Chief Executive Officer for Commercial Activity said: “Moscow metro today – is not only the main type of transport for 75% percent of Moscow people. Also, it is complete media platform which daily transmitting advertising messages to an audience of many millions. Effectiveness of the metro as a channel of communication with the consumers confirmed long-standing research, unfortunately, not fully appreciated by advertisers. We hope, that our digest will best reveal the advertising potential of Moscow metro. Also, this digest should give to them new ideas and solutions. Most importantly, this digest will orient advertisers make better use of advertising budgets, that most important now, when “price – quality” ratio particularly important for the absolute majority of companies who post their business information on media carriers”.

The new digest presents:
• Underground opportunities for advertisers: description of shell constructions, (size, subspecies, specificity), accommodation rates, cost and nuances of production of promotional materials, especially advertising in different regions.
• Metro audience.
• Evaluation of the effectiveness of advertising campaigns.
• World experience.

The new digest will be published on Feb. 16, 2010.

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